London Nootropics brews startup success with adaptogenic coffee blends

Launched in 2020, London Nootropics was formed by childhood friends Zain Peer and Shez Shaikh, when they realized the drawbacks of chemical-laced pre-workout drinks.

Determined to find a healthier alternative, they transitioned to coffee infused with natural ingredients, prompting them to explore the benefits of adaptogenic ingredients such as CBD, ashwagandha, rhodiola, and medicinal mushrooms.

The London Nootropics’ adaptogenic coffee blends were launched after two years of development.

Initially focused on crafting a pre-workout coffee, the founders soon discovered the diverse benefits of adaptogens beyond physical performance.

With guidance from nutrition experts, they fine-tuned their blends for cognitive benefits, stress relief, vitality, and more. 

Organic growth 

Peer and Shaikh enjoyed strong consumer interest in their brand from the get-go, thanks largely to PR campaigns and a mention on UK radio, Peer explained to NutraIngredients.

It was then that the business investment reality television show ‘Dragon’s Den’ reached out to the founders to invite them to participate.

“I got an e-mail in my inbox asking us to be on the show, and we didn’t take it seriously – it wasn’t until just before filming that we recognized the gravity, like oh my God, we’re going to be on TV pitching the business. 

“In the end, it was an incredible experience.”

After a successful pitch to the five ‘dragons’, the company gained £50k in investment from Deborah Meaden and Sara Davies.

Their appearance on the show increased demand, leading to extreme pressure to maintain adequate stock levels, Peer explained.